Many of even the most experienced email marketers struggle to maximize target audience engagement, and much of that hardship stems from not being able to deliver content that is relevant to each subscriber. You have to get to know your customers beyond just their past purchases and behaviors. As we’ve covered in prior posts, the best course of action is to appeal to customer interests as they evolve. Customers’ tastes and interests change like the weather – quickly and unpredictably.
With a system that can automatically learn the value of each content element as well as determine how specific users will react to them, you can effectively weather that storm with a more accurate forecast. In that sense, not only is having a robust library important but so is how you are able to decide which content to implement.
Make Creatives Live Longer to Boost Their Value
Some customers may want an email diet that is content rich with plenty of new products and editorial content, while others may want less “newness” and more promotions. Today’s creative assets go largely underutilized and their potential isn’t maximized effectively enough to accommodate for specific customer’s tastes. The average open rate of around 18 percent is proof of this, meaning most content is never even seen by subscribers. To combat this, consider that each piece of the email puzzle is a solitary asset that can live longer than a single send. Focus on creating more assets that can live longer, label them with appropriate product tags in addition to a start and expiry date. This contributes to the creation of a robust content library that automated platforms can cherry-pick from more effectively and create emails that better appeal to each subscriber.
Automated Machine Learning
Speaking of an automated platform, do you have one that’s capable of predicting for each customer what the right creatives are for each component of an email? We know it’s impossible to handcraft a personalized masterpiece for each and every customer, but you also don’t want to send out a campaign that delivers generalized, surface-level content to everyone. To achieve the ideal balance, that robust library of content can’t do the work on its own. Enter today’s cutting-edge personalization tools, which enable marketers to leapfrog beyond segmentation and into the wonderful, magical world of automation. After all, since time and resource management is effectively any marketer’s Achilles’ heel, why not implement automation that improves your productivity? With Coherent Path’s email marketing solution, for instance, you’ll have a platform that is always learning, optimizing, and refining to deliver your customer’s a more positive experience.
The Race for Relevance
If someone bought a pair of boots two days ago, it’s sure not going to mean that they want to see emails about more boots in their inbox every week. Moods change and your audience may desire something different, even if they don’t know what that is just yet. If you continue to send content that isn’t engaging to a specific recipient, then don’t count on them getting opened. Worse still, they may even unsubscribe out of frustration or sheer annoyance. Keeping your emails relevant and engaging depends on having a system in place capable of pairing the perfect images, written content, and other creatives with each appropriate send. For instance, products that were relevant to a recipient’s shopping trip last week might not be relevant today. Emails need to be filled with dynamic content that aligns with your customer’s current interests and desires.
In that sense, think of each individual email as a uniquely designed F1 racer, which demands specific components in order to perform at its peak and make the best impression. Now, consider automated machine learning software as the dedicated pit crew who knows which parts to install and how to perform the ultimate tune-up, all in record time while within a dedicated lane without slowing down the other cars on the track. The race for relevance is on, and how you fare hinges on your dynamic content strategy.
The Power of Discovery
The finishing touch of any specially catered email is an element of discovery. After all, who doesn’t want to be delighted by something new, such as a great deal or an interesting editorial piece that you didn’t even know you would be interested in? Otherwise, there’s less of a compelling reason to open the email in the first place. Great email marketing should feel to your audience as if every message was handcrafted by a personal shopper for them, but without feeling like a pushy salesperson. Regardless, if you stay focused on listening to your customers, and have a dynamic content system, then you can deliver the right level of discovery for each individual.
For the best results from each send, show every customer that you understand not just what they want but also what interests them. Establish a deeper and more personal relationship, and you just might be able to figure out what they want before they even know it themselves!